Toyota

Saudi Arabia Mobile-First Experience

Automotive Product Manager

Led the transformation and launch of Toyota’s (Abdul Latif Jameel) Saudi Arabia mobile-first Sitecore website, driving a 650% increase in digital engagement through an optimised, responsive experience tailored for the local market.

Automotive

Challenge

In 2014, the Middle East saw a growing demand for mobile-first experiences as mobile penetration rates soared. For Toyota Saudi Arabia, this shift represented both a challenge and an opportunity to engage an increasingly mobile-savvy customer base. However, Toyota’s digital presence was limited by a legacy platform that lacked responsiveness, speed, and localisation.

Key challenges included:

Mobile-First Strategy Adaptation
While mobile-first experiences were becoming essential in the region, Toyota’s existing digital platform was not optimised for mobile. This lack of mobile readiness limited Toyota’s ability to engage with users effectively, particularly as mobile device usage became predominant in Saudi Arabia.
Localisation & Cultural Relevance
Toyota’s website needed to reflect Saudi Arabia’s cultural nuances, offering a bilingual experience in both English and Arabic. The goal was to build accessibility and trust by providing an intuitive experience tailored to the local audience.
Alignment of Cross-Functional Requirements
Toyota needed a unified platform that addressed the diverse needs of business units, including digital marketing, UX, analytics, and technical scalability, while ensuring alignment with Toyota’s global standards and regional goals.
Data-Driven Engagement & Conversion Optimisation
With the rapid digitalisation of customer touchpoints, Toyota sought actionable insights into user behaviour and conversions, such as test drive requests and buy-now clicks, to optimise engagement and lead generation.

Response

As onsite Product Manager, Adeeb Khan collaborated with Epam’s cross-functional teams and Toyota Saudi Arabia’s leadership to drive a mobile-first digital transformation.

Transformation & Value Creation

A multi-faceted strategy was implemented, focusing on stakeholder alignment, mobile-first execution, cultural localisation, and data-driven optimisation.

Stakeholder Leadership
Served as the onsite product consultant, facilitating alignment between Toyota Saudi Arabia and Epam. Secured executive buy-in and budget approvals by embedding Toyota’s strategic vision into every project phase, reducing project turnaround times by 20% through streamlined workflows.
Unified Cross-Functional Requirements
Led a comprehensive requirements-gathering process across diverse business functions, consolidating analytics, UX, digital marketing, and technical needs into a unified strategy contributing to a 650% increase in digital engagement.
Sitecore CMS Deployment & Performance
Spearheaded the deployment of a scalable, mobile-first Sitecore CMS, achieving a 35% improvement in page load speeds and establishing best practices to support Toyota’s digital scalability in the region.
Data-Driven Strategy & Conversion Optimisation
Deployed comprehensive analytics framework through Google Tag Manager, enabling Toyota to track key user engagement metrics such as buy-now clicks and test drive requests. Iteratively refined the user journey, resulting in a 40% uplift in qualified leads and creating a foundation for continuous conversion optimisation.
Localised Experience & Engagement
Launched a bilingual user experience that supported English and Arabic, enhancing accessibility and cultural relevance for Saudi customers. This localisation achieved a 25% increase in page interactions, strengthening Toyota’s regional brand presence.
Onsite Agile & Hybrid Delivery
Established a customised Scrum/Kanban methodology for a distributed team of 20+, fostering seamless collaboration between onsite and remote teams. Created feedback loops within the agile framework to drive iterative improvements and maintain high-quality delivery under strict timelines.

Conclusion

This engagement laid the foundations to position Toyota Saudi Arabia as a digital leader in the automotive sector, aligning with the region’s mobile-first direction and meeting the demands of an increasingly digital customer base. Through a focused approach on mobile optimisation, cultural localisation, and data-driven insights, the project significantly boosted digital engagement, improved customer interaction, and strengthened Toyota’s brand presence in the Middle Eastern market. This scalable digital foundation prepared Toyota for sustained growth and adaptability in an evolving digital landscape.

Skills & Expertise

Strategic, leadership and technical competencies applied to this engagement.

  • Data & Insights
    • Business Intelligence (BI)
    • Data Analytics & Insights
    • Data Architecture
    • Data Governance
    • Data Lifecycle Management
    • Data Modelling
  • Experience Design
    • A/B Testing
    • Feedback Loops
    • Interaction Design (IxD)
    • Journey Mapping
    • Persona Development
    • Prototyping & Wireframing
    • Usability Testing
    • User Research
  • Operations & Process Optimisation
    • Agile Methodologies
    • Digital & Collaboration Tools
    • Kanban
    • Lean
    • Project Management
  • Sales & Marketing
    • Account Management
  • Strategy & Product Management
    • Digital Transformation
    • OKRs & KPIs
    • Problem Statement
    • Product Feature/Enabler Tree
    • Product Lifecycle Management
    • Product Strategy
    • Release Planning
    • Strategic Planning
    • Strategic Roadmap
    • Value Proposition Design
  • Technology
    • Front-End Frameworks
    • Monitoring & Logging
    • Responsive & Adaptive Design
    • Systems Integration
    • Technical Architecture & System Design
Platforms & Systems

Platforms, systems, and technologies involved.

  • Angular
  • Google Analytics
  • Google Tag Manager
  • Managed Cloud Hosting
  • Managed Support
  • Responsive Design
  • Sitecore
  • Websites & Content Management Systems